Contrary to the messages being disseminated by the vaping industry (an industry now largely owned by Big Tobacco), e-cigarettes are not harmless and the short-term risks associated with e-cigarette use have been documented in the scientific literature for many years.

Evidence is beginning to emerge on the long-term harms of vaping and the news isn't good.

Cell damage, lung disease, and cardiovascular disease have all been linked to e-cigarette use. Let's not forget about the increasing number of e-cigarette explosions that have resulted in hospitalisations for the loss of a body part, third degree burns, and facial injuries.

Calls to poison control centres have also increased as a result of young children swallowing e-liquid. Deaths of babies and children exposed to toxic levels of liquid nicotine have been reported.

Should Australia be worried? The answer is "yes". E-cigarette use is growing rapidly in popularity.

National data show that ever use of e-cigarettes among adults increased from 4% in 2013 to 9% in 2016.

It isn't just smokers using the devices, with vaping among non-smokers also increasing significantly.

Our youth are particularly vulnerable. The marketing tactics used by the tobacco industry to promote tobacco cigarettes are now being used to promote e-cigarettes.

Think of the "Marlboro man" but replace him with a celebrity.

Think of the ads for Camels advising consumers that "more doctors smoke Camels than any other cigarette", but replace it with unverified statements telling the public that e-cigarettes do not contain toxic chemicals and they "taste and feel better than a real cigarette".

Other ads urge consumers to try e-cigarettes and "love your lungs". New marketing techniques fit for the 21st Century are being used to hook adolescents and young adults. E-cigarette manufacturer Juul host launch parties when new devices hit the market.

What can we do about it? We need to become informed consumers.

It is also important that the Australian Government maintain the current strict regulation of e-cigarettes and introduce federal legislation banning flavoured e-liquids and recreational use of these devices.

If the vaping industry would like to market their products as "therapeutic", they should be subject to the same conditions as every other therapeutic good and submit their product to the Therapeutic Goods Administration for immediate and independent testing.

Let's not allow decades of hard work fighting for our right to live in a smoke-free world go up in smoke.

Dr Michelle Jongenelis from the School of Psychology at Curtin University